Brand Tone

Aspirational, Motivational, Authentic, Passionate, Respectful, Disciplined, Inclusive, Welcoming, Modern, and Clean

Brand Values

• •Seize the Day (Carpe Diem)
• •Continuous Improvement & Lifelong Learning
• •Community & Connection
• •Discipline & Dedication
• •Quality & Excellence
• •Global Mindset

Best Practices

• •Embody "Carpe Diem": Infuse a sense of urgency, presence, and making the most of each moment in your language. Use active voice and empowering words.
• •Speak from Experience: Write as someone who understands and lives the BJJ journey. Use terminology authentically but ensure it's accessible or explained where necessary for a broader audience interested in the lifestyle.
• •Highlight Quality & Detail: Just as the dojos are clean and the instruction precise, ensure copy is error-free, clear, and focuses on the quality craftsmanship of the apparel and gear.
• •Foster Community: Use inclusive language ("we," "us," "your journey"). Showcase stories or testimonials (with permission) that reflect the diverse yet united community.
• •Maintain a Clean & Modern Aesthetic: Ensure all written content, much like their visual branding, is presented in a clean, uncluttered, and modern way. This applies to website copy, email formatting, and social media posts.

Social Perception

Highly Respected in BJJ Community, Positive Training Environment, Quality Apparel, Authentic Brand, Aspirational Lifestyle

Copy Examples

• •Headline (for new Gi): Seize The Mat. Define Your Journey. The new [Product Name] Gi - Crafted for the relentless spirit.
• •Social Media Post (training footage): Every roll, a lesson. Every day, a chance to be better. This is more than a sport; it's the Carpe Diem way. #CarpeDiemBJJ #SeizeTheDay #BJJLifestyle
• •Product Description (Rashguard): Engineered for performance, designed with the soul of Tokyo. Our [Product Name] Rashguard moves with you, reminding you to embrace every moment on and off the mats. Pure dedication, woven in.
• •Email Subject (Shop Promotion): Elevate Your Training: The Carpe Diem Tokyo Spring Collection Has Arrived.
• •Website Banner (Shop): Carpe Diem Tokyo: Gear For The Moment. Apparel For The Journey.